The Great Unfollow

OUT OF HOME | SOCIAL | DESIGN

Ahead of the US Election we, along with Choose Love created a movement called The Great Unfollow. Its aim? To get the public to unfollow the outgoing US President Donald Trump on Twitter and “disarm” the man who had weaponised Twitter by spreading hatred, lies and fake news.

A microsite allowed users to “pop” a Trump baby balloon with a blue bird and is accompanied by a link directly to Trump’s Twitter profile so that users can unfollow him and donate to Choose Love.  

There was no spend behind the campaign, but the idea quickly went viral, supported by out-of-home executions at sites across London.

After calling on social media users to remove Donald Trump from their Twitter feeds with The Great Unfollow, we then took on one of the most potent symbols of the outgoing US president – the red “Make America Great Again” baseball caps beloved of Trump’s supporters. We launched a merchandise store to raise even more money for Choose Love and created a similar cap sporting the words “Make Twitter great again”.

The final stage of the campaign came in response to the violent riots at the Capitol in January 2021. We quickly pivoted and replaced #TheGreatUnfollow with #TheGreatRemoval and wrote an open letter to Twitter CEO Jack Dorsey demanding that Trump be removed permanently from the platform.

And we were successful.